Weber Shandwick And Storyful Discuss Insights From Content Intelligence Service

Storyful is a social intelligence and insights agency that sources, verifies and acquires social content and insights for media and brand partners.
The firm pairs their global team of journalists, research analysts and content strategists to contextualize and verify content.
Bruce Rogers: Tell us about your partnership and what are you seeing out there in terms of consumer behavior that you're trying to capture, so that brands and marketers have a better understanding of how to better engage customers.
Chris Perry: The foundation of Weber Shandwick is PR and we’ve been in the social media game since 2005 because it’s a natural extension of what we were doing for clients.
Rogers: Tell us about Storyful.
Newman: Storyful was founded by a journalist who recognized that the monitoring of social conversation, and the use of social content in telling a breaking news story, was exceptionally powerful.
What started is our journalists using our technology to monitor that story for newsrooms very quickly spreading to the conversation about brands.
And I think it speaks to changing consumer behavior, that you're no longer in control of your brand's message.
Consumer behavior is impacted in so many ways through so many different channels that it's almost impossible to manage without a strategy.
That helps clients understand whatever the issues might be.

On the occasion of the 2018 Cannes Creativity Festival, I sat down with Chris Perry, chief digital officer at Weber Shandwick, and Ebonie Newman, chief revenue officer at Storyful, to discuss their partnership and the insights they have garnered from their Cognitive Context content intelligence service. Weber Shandwick is one of the world’s leading global public relations firms with offices in major media, business and government capitals around the world. Storyful is a social intelligence and insights agency that sources, verifies and acquires social content and insights for media and brand partners. The firm pairs their global team of journalists, research analysts and content strategists to contextualize and verify content.

Bruce Rogers: Tell us about your partnership and what are you seeing out there in terms of consumer behavior that you’re trying to capture, so that brands and marketers have a better understanding of how to better engage customers.

Chris Perry, Chief Digital Officer, Weber Shandwick Weber Shandwick

Chris Perry: The foundation of Weber Shandwick is PR and we’ve been in the social media game since 2005 because it’s a natural extension of what we were doing for clients. But having social media data is not enough. You need a thoughtful interpretation of what it means in the context of the consumer behavior. What does it mean in terms of material business decisions? An area we’re going pretty deep into these days is the way issues surface and how quickly they spread from the dark web to social and the mainstream media. You need a process to manage it. That’s why we jointly created the Cognitive Context service with Storyful. We saw a sweet spot with some of our clients and what they were looking for – to move from passive social listening to taking action.

Ebonie Newman: Exactly. Storyful is looking at millions of data points a day to understand what is meaningful to that particular customer. Part of the partnership I love the most is how our team has worked together. We’re very different in capabilities. Storyful is finding the insight from social media and delivering it to their teams. As a result, they’re building that business strategy. I think that human layer is the key. Human problems need human solutions because technology no longer does it all.

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